Modernising a Finnish fintech brand
Services
Visual Identity
Tone of Voice
Design
Asset Production
Campaigns
Industry
Fintech
Year
2022
Context
Basware invented the procure-to-pay category. All around the world, leading corporations pay others and get paid using Basware solutions. Their AI-powered tools automate the labour intensive processes that plague the day-to-day working life of finance departments and CFOs.
But competitors have followed with bigger budgets and better brand awareness. Basware needed a visual identity to reposition themselves as category trailblazers and drive performance in French and US markets whilst still aligning with their new positioning “Now it all just happens™.”
Intelligence
Time for a change
The existing brand was dated, difficult to use and limited creativity. It needed to be modernised but still give testament to Basware’s Finnish heritage, keeping the proud essence of their roots. The key was to create a brand that was strong, simple and memorable.
‘The re-positioning is a critical part of the new strategy, and you and the team have truly “knocked it out of the park” (as we like to say in the States).’ -- Jason Kurtz, CEO
Progress
A little bit of magic
Look at the centre of the logo, and there it is – a tick, the world’s optimistic and positive symbol, hidden in a W. Undiscovered, until now. We took it, gave it meaning and amplified its power by creating an ID around it. To deliver at speed, we worked collaboratively with our clients’ design teams testing and learning as we went.
The result is a fresh, modern, sophisticated, easy to use design system that’s full of bravado and confidence.
Results
An evolved photography and library, updated brand shape, iconography and a suite of campaign assets spanning OOH, advertising, brochureware and social.
The tick has since become a “cult” Basware symbol, that’s used by employees and others at events and on social media while social engagement for Basware is up by an average of 64%.
‘I just wanted to let you know that you have done something really, really special here. I am sure it will get a fantastic reception and you should all be very, very proud.’ -- Chris Blake, VP Marketing
